Fresh Social TV Around the World

Fresh Social TV
Around the world
Fall 2013
By TheWitspottER, TheWit (Switzerland)
Cannes, France
http://www.mipcom.com
http://www.miptv.com/
September 11, 2013
All rights reserved
All rights reserved
Latinos are the biggest social TV buzzers
Belgium
Belgium
Sweden
North
South
Norway
Ireland
Finland Denmark Switzerland
Austria Poland
Germany
Holland
Turkey
Italy
France
Greece
Spain
Portugal UK
Canada (French)
USA
Canada (English)
Colombia
Mexico
Venezuela
Chile
Brazil
Argentina
Australia
New Zealand
The country ranking is based on the average number of comments on Facebook and Twitter for each new tv show launched
over the period April – August 2013, in each country. The shows are measured from 6 hours before, to 6 hours after premiere.
All rights reserved
Latinos are the biggest social TVbuzzers
 5 Latin American and 5 Spanish-Speaking countries are in the Top 10 of the most active
commentators of TV premieres in social media.
 Brazil is the World’s #1.
 Spain is Europe’s #1
 Chile is the most active country per inhabitant
 USA had a few big social TV events but the US « average social activity » is lower than
in Latin or European countries.
 A few highly social premieres spinned the numbers in Portugal (Celebrity Splash, Sing if you
Can)
and Greece (Your Face Sounds Familiar).
The country ranking is based on the average number of comments on Facebook and Twitter for each new tv show launched
over the period April – August 2013, in each country, as tracked in the FreshTV database. The shows are measured from 6 hours
before, to 6 hours after premiere.
All rights reserved
The most social TV premieres in the USA :
one-off events
Skywire Live With Nik Wallenda
USA (Discovery Channel)
# For one night only
#livetweeting#eventTV
Sharknado
USA (Syfy)
#TweetforfunTV
#The summer’s genuine + guilty pleasure
The ranking is based on the number of comments on Facebook
and Twitter for each new tv show launched over the period
April – August 2013, as tracked in the Fresh TV database,
measured from 6 hours before, to 6 hours after premiere.
All rights reserved
Being Mary Jane
USA (BET)
#Aspirational#contemporary
# A social take on black female singlehood
The most social TV premieres in Europe:
outstanding and outrageous
The Best, le meilleur artiste
France (TF1)
# talent show # social tv tailored
The ranking is based on the number of comments on Facebook and
Twitter for each new tv show launched over the period April – August
2013, as tracked in the Fresh TV database, measured from 6 hours
before, to 6 hours after premiere.
Doggin Tales
UK (Channel 4)
# ShockTV
All rights reserved
Un principe para Corina
Spain (Cuatro)
#reality tv #zany #hilarious
The most social TV premieres in Latin America:
telenovelas
Aliados
Argentina (Telefe)
#Telenovelas
#Teens issues # Music # Transmedia
Amor a vida
Brazil (Globo)
#Telenovelas
# Suspense # Romance # Sexy
The ranking is based on the number of comments on Facebook and Twitter
for each new tv show launched over the period April – August 2013, as
tracked in the Fresh TV database, measured from 6 hours before, to 6 hours
after premiere.
All rights reserved
Sangue Bom
Brazil (Globo)
#Telenovelas
# Contemporary # Colourful # Edgy
The most anticipated TV shows of 2013:
the most liked shows before their TV premiere
On Facebook, fans rule
Among the top fan
growths of the season
Köln 50667
Germany (RTLII)
 Fan Base
Spin-off of hit format Berlin Tag & Nacht
 Cross-promotion / Cross-storytelling
The Bible
USA (History)
 The most engaged Fan Base « ever »
 The "greatest love story ever told”
Facebook Likes, as measured on the official page 1 day before the premiere
of each new show launched over the period January – August 2013, as
tracked in the Fresh TV database.
All rights reserved
Teens Titan Go!
USA (Cartoon Network)
 Fan Base
 Revival of the hit cartoon-based TV
series Teen Titans (2003).
The most anticipated shows of 2013:
the most followed shows before their premiere
On Twitter, teens rule
Summer Break
USA (Transmedia)
 Teens + Web
 Branded (AT&T) digital-native series
tailored for teens
 Multiple touchpoints: Twitter / Vine,
YouTube, Instagram, Tumblr.
Among the top fan
growths of the season
Sam & Cat
USA (Nickelodeon)
 Teens + Fans
 Youth sitcom starring 2 characters
from the hit franchises i-Carly and
Victorious.
 Crossover, built-in fan base
Twitter followers, as measured on the official account 1 day before the
premiere of each new show launched over the period January –
August 2013, as tracked in the Fresh TV database.
All rights reserved
Aliados
Argentina (Telefe)
 Teens + Web
 First multiplatform teen novela
 Comeback of the queen of teen
novelas Cris Morena (Rebelde Way,
Chiquititas)
Scripted series are the most anticipated TV shows
in social media
Among all the new TV shows, fiction is the genre which drives the
highest Facebook / Twitter activity in anticipation of premieres.
Average number of Likes
before TV premiere
Average number of
Followers before TV
premiere
Entertainment
4 086
2 908
Factual
3 133
1 086
Fiction
11 943
3 447
Game Shows
1 841
1 371
Talk shows
3 497
1 498
General average
6 221
2 368
Facebook Likes and Twitter followers, as measured on the official
account 1 day before the premiere of each new show launched over
the period January – August 2013, as tracked in the Fresh TV
database, i.e. 1270 titles measured.
All rights reserved
The 10 most anticipated TV premieres of 2013: various
fates
 Among the top 10 worldwide, 8 were Scripted Shows:
• With preexisting fan bases (Köln 50667)
• Blockbusters driving highly-engaged online communitites (Christians, geeks, gamers…)
 CMT’s crime themed docu-soap Dog and Beth: On The Hunt – featuring A&E’s reality star « Dog
the Bounty Hunter » was the most anticipated unscripted show of the year on Facebook.
 Ready For Love was the 2nd most anticipated unscripted show of the year but failed to progress
and was canceled after 2 episodes.
Rank
Title
Likes
1 day before TV Premiere
1
Köln 50667
327 501
2
The Bible
307 123
3
Teen Titans Go!
240 750
4
Defiance
223 620
5
Twisted
221 103
6
Dog and Beth: On The Hunt
194 021
7
Ray Donovan
188 570
8
Deception
182 127
9
Ready for Love
166 808
10
Bates Motel
160 265
Facebook Likes, as measured on the official account 1 day before the
premiere of each new show launched over the period January –
September 10 2013, as tracked in the Fresh TV database, i.e. 1270 titles
measured.
All rights reserved
The 10 most anticipated TV premieres of 2013:
Digital Best Practices drive anticipation
Sequel
Extended
Renewed
#1
#2
#3
327K Likes
307K Likes
241K Likes
Köln 50667
Germany (RTL2)
The Bible
USA (History)
Teen Titans Go!
USA (CN)
Spin-off feat. a lead character from Berlin
TN, 1st person storytelling on Facebook
150K instant Likes from the creation of the
page in Nov.12
Christian Blockbuster
Very active / early Facebook campaign:
quizzes, sweepstakes, vote for the character
featured on the Sunset Strip billboard…
The remake of a cult series that engaged
“nostalgic nerds”
Extended
Renewed
#4
#5
224K Likes
221K Likes
Defiance
USA (Syfy)
Simultaneous launch of video game / series
Transmedia storytelling
Social stunts to engage the “geek” community
on Facebook & Twitter (Party Packs…)
Twisted
USA (ABC Family)
Free comprehensive eBook released 2 weeks
before premiere.
All rights reserved
TV Sneak peek premiere 2 months in
advance
Social stunts to engage the teen community
The 10 most anticipated TV premieres of 2013:
Digital Best Practices drive anticipation
Renewed
Extended
#6
#7
#8
194K Likes
189K Likes
182K Likes
Dog and Beth: On The Hunt
USA (CMT)
The comeback of an outrageous reality star
Ray Donovan
USA (Showtime)
Deception
USA (NBC)
Showtime’s edgy drama of the season
Full pilot preview on YouTube 2 weeks before
Interactive trailer in the NY Times online.
A flair of “Revenge”
Full pilot online preview 2 weeks before
Renewed
#10
#9
160K Likes
167K Likes
Ready For Love
USA (NBC)
Eva Longoria as exec producer
Strong on-air and on social media
campaign, started 1 year before premiere.
Bates Motel
USA (A&E)
“Psycho” nostalgia
Fan-generated promotion contest
4mn online preview 1 month in advance
Editorial / bonus contents
All rights reserved
Game shows is the less anticipated genre in social
media…but a second screen app is a plus.
Renewed
#1
#2
43K Likes
31K Likes
The Million Second Quiz
USA (NBC)
Summer Camp
USA (NBC)
Live 24/7 game show, Event TV
Playalong App available 1 month in
advance, qualifying for the TV show…but
crashed the first night!
Strong Promotion
The “boy scout” trend
#3
#4
#5
15K Likes
13K Likes
13K Likes
Kluv Hazav (Raid the Cage)
Israel (Channel 2)
Kartitsata (The Mole)
Bulgaria (TV7)
Robot Combat League
USA (Syfy)
Long awaited premiere
Local & international stars (Dennis
Rodman)
The “Battle of the Nerds” trend
All rights reserved
The most anticipated web TV show of the year
A digital native winner meeting all success factors: geek-oriented, viral,
participative and branded
WORLD
Facebook /
YouTube
148K Likes
The Power Inside (Presented by Intel & Toshiba)
Sci-fi web series about the Earth invasion by the Uricks, a race of
extraterrestrial moustaches and unibrows who take over the upper
lips and eyes of people around the world.
Branded series: mix of Intel & Toshiba Product Placement but also
Third-Party deals (weekly product giveaways in exchange for product
on-screen integration). Partners include Spotify, Skype, Fossil,
Skullcandy…
Social films : the videos are released through social media so that
viewers can better engage with and even star in the series (Join the
Fight audition app on Facebook).
All rights reserved
Anticipation winners around the world:
prime time all-star series
Chile
TVN
143K Likes
Somos los Carmona
Humor-filled pre-launch campaign on Facebook
A Facebook app launched 2 weeks prior to premiere allowed
users to send videos with a funny message to their Facebook
friends, and by doing so, to enter sweepstakes.
The karaoke-style promo released 1 month in advance went viral.
Turkey
Kanal D
99K Likes
Intikam
Local adaptation of the hit US series Revenge
Star actress (Beren Saat: 2.9 M Likes on her personal fan
page)
All rights reserved
Anticipation winners around the world:
cult teen novelas
Brazil
SBT
61K Likes
Chiquititas
Remake of a hit teen novela (1997-2011)
Promotion via a special segment in the
channel’s evening newscast : 1-3 mn fake
bulletins.
Argentina
Telefe
50K Likes
Aliados
First multiplatform teen novela in the country,
intertwined TV Episodes & webisodes
Web exclusive content & pre-launch digital
partnerships
Promotion via IRL events and online teasing
All rights reserved
The anticipation winners around the world:
star formats
Australia
Nine
Canada
TVA
54K Likes
10K Likes
La Voix Canada (French-speaking)
Australia’s Got Talent
New version & accounts of the format
previously aired on Seven.
Adaptation of the hit format
Canada
Slice
19K Likes
Big Brother Canada (English-speaking)
First-ever adaptation of the hit format
Very active online pre-launch campaign (sweeps, viral)
Targeted partnerships (BuzzFeed, Virgin Radio) to
foster Facebook traffic
All rights reserved
Fall 13 TV Premieres: the most anticipated titles are
US dramas with a built-in fan base
Show
Marvel's Agents of
S.H.I.E.L.D.
Ravenswood
The Originals
Once Upon A Time In
Wonderland
Channel
(Country)
K Likes
Factors
ABC (USA)
801
86
Joss Whedon created, Fan base
(Cult Comics franchise), Social TV
native (revival of the« Avengers »
character of Coulson following the
fan-driven
Twitter
campaign
#CoulsonLives)
ABC Family
(USA)
500
56
Fan base (Pretty Little Liars spin-off
11.2 Mio Likes)
The CW
(USA)
429
89
Fan base (The Vampire Diaries
spin-off 16.3 Mio Likes), Vampire
trend
ABC (USA)
397
19
Fan base (Once Upon a Time spinoff 2.9 Mio Likes)
19
Fan base (Old legend + J. Rhys
Meyers), Vampire trend
*Facebook Likes, as measured on the official page on September 4.
Dracula
K Followers
NBC (USA)
210
*Facebook Likes and Twitter Followers, as measured on their official accounts on September 11.
All rights reserved
The Most anticipated Fall 13 premiere :
Engagement Timeline
2 New TV Spots
releases
TV Spot for NBA
Finals 09/06
Premiere date
announced
Interactive Poster release
(via Twitter incentive)
#ScriptTease
(Twitter incentives)
Pics, Tumblr, Vine, Live tweeting from set, insiders
news by ‘Agent M’’, Exec. Editorial Director (Marvel)
Trailer release on
May 14 (Marvel’s
YouTube channel
Comic-Con: 1st pilot
screening on 19/07,
revelations, fan buzz
Entertainment Weekly Cover
with Marvel Augmented
Reality App featurette
« Declassified » 1mn videos posted each week
to introduce a new Hero
All rights reserved
iTunes Sets Up A Marvel’s
Agents Of S.H.I.E.L.D. Page
The 2nd most anticipated Fall 13 premiere :
the official trailer is the number 1 boost factor
Trailer release on August
28
All rights reserved
The Most Viewed Fall 13 YouTube Trailers :
Dramas rule
It’s all about Fiction, but Dramas raise a lot more views than Sitcoms
 3 NBC shows are among the Top 5 titles viewed, but don’t attract as
many Likes/Followers (e.g. The Blacklist is out of the Facebook Top 10)
 The most viewed sitcom trailer is powered by a beloved star
ABC doesn’t stream trailers on YouTube (Marvel's Agents of S.H.I.E.L.D. is
streamed on Marvel’s fan page).
Program
Genre / Channel
Views*
The Blacklist
Drama / NBC
6,501,982
Marvel's Agents of S.H.I.E.L.D.
Drama / ABC
2,402,898
The Michael J. Fox Show
Sitcom / NBC
1,710,583
*YouTube views, as measured on the official YouTube channel for the Official Trailer on September 11.
All rights reserved
Methodology
Countries covered in this special report include: the USA, Canada, Latin America
(Argentina, Brazil,
Colombia, Chile, Mexico, Venezuela), the UK, Germany, Austria, the Netherlands, Belgium, France, Italy,
Spain, Portugal, Switzerland, Ireland, Denmark, Norway, Sweden, Finland, Turkey, Australia, New Zealand.
Shows covered in this special report include new shows launched in the above mentioned markets between
January 1 and September 11, 2013, excluding off-schedule specials, one-offs linked to political, news and
sports events, news, sports. Only new awards shows were included.
Accounts covered are the official Facebook and Twitter pages for each show, as long as they are new and
specific to the show. Whenever a show doesn’t have an official Facebook or Twitter account, the most
popular fan page is taken into account.
All rights reserved
About the author
The Wit –World Information Tracking- is on a mission to feed its proprietary FreshTV database
everyday with new TV and digital content news, trends, practices, from around the world in order to
help its subscribers (broadcasters, producers, advertisers) come up with the TV & digital hits of
tomorrow.
To help discover the hottest, and sometimes under the radar, new content, the WitspottER exclusive
analytics track social media activity around TV shows 24/7 from a quantitative and qualitative point of
view.
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